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Bowers & Wilkins Formation Case Study
BOWERS & WILKINS FORMATION
Bowers & Wilkins worked to perfect a new wireless technology with the objective of changing the way we listen to music wirelessly. This new technology merged the world's best acoustic system with a brand new, patented technology, that allowed for wireless sound to be as good as wired sound. This would be a revolution for the industry. The mission was to create a comprehensive toolkit for global rollout including creative, point of sale, and PR.
CREATIVE APPROACH
Our consumer research showed that the beautiful industrial designs were reminiscent of something belonging to an art gallery. Consumers were however concerned that the products may not fit into their home aesthetic. To address this we created the idea of the "Art of Sound" showcasing the product from gallery to home. Each product was part of the overall suite, but was also a standalone product requiring a unique value proposition while still harmonizing as a suite.
RETAIL APPROACH
The performance audio space is complicated from a retail perspective as each account has specific needs. We needed to create comprehensive POS solutions for Big Box retailers such as Best Buy/Magnolia and John Lewis but also for a variety of Hi-Fi accounts that had different size businesses and capabilities. I created a comprehensive toolkit to ensure there was a variety of POS solutions in place that would allow the product to be played at a touch of a button with a video playing simultaneously for each product highlighting the creative and value proposition.
PR APPROACH
Bowers & Wilkins had been relatively quiet in the media space only sending products for reviews in trade magazines. Formation was to be our coming-out party! I orchestrated a three-day media event in the U.K. for key global press designed to showcase our brand heritage leading through to the product showcase. The event kicked off at the beautiful Lodge which served as our home base. From there, we visited Abbey Road Studios to see demonstrations of the product and from there moved to McLaren to get a taste of performance racing meeting performance audio. The next day was a factory tour, product demonstrations, and a final unveiling presentation of Formation at a countryside estate. We then created miniature versions of these events throughout the world.
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